Leverage Social Media to Market Your Content

Leverage Social Media

Content marketing quick wins come when you leverage social media. In this article you’ll learn the right way to setup profiles, share content and engage groups.

Also, I’ve included extensive instructions for implementing all suggested steps on each social network. In addition, you’ll also learn how to post original content from your personal profiles.

Setup Consistent Profiles for a Strong Presence

There’s a difference between personal profiles and business profiles on most social networks. Because a personal profile is for a person—as in a real, live human being. But a business profile is for a business or organization. Pretty straightforward, right?

So an effective way to leverage social media for your business will involve creating both. You want to have consistent personal profiles and consistent business profiles.

When I say consistent, I mean use the same profile picture for all your personal profiles. Use the same spelling and capitalization of your name. Use the same bio, or at least a version of the same bio. Finally, the same goes for your business profiles: be consistent.

Setup Instructions

Rather than explain how to set these up, I’ve included links below for 5 major social networks. You’ll find instructions for Facebook, Twitter, LinkedIn, Google Plus and Instagram.

Go ahead and create personal profiles and business profiles (or pages, for certain networks). After that, come back and continue below by learning how and when to share content.

Personal Profiles

Business Pages

How and When to Share Content

Once you’re all setup with personal and business profiles, start sharing your website content. First of all, share from your business pages. Then share those posts from your personal profiles.

Leverage social media by sharing your website content
Example of sharing website content from a personal profile

You’ll want to create a schedule that works for your niche and industry. Some people should post several times a day; others several times a week. Look at what your competitors are doing. Experiment and see what gets the best results.

It can be overwhelming to share from all these profiles because it takes up a lot of time. This is where automation comes in.

Automate Sharing to Save Time

You should sign up for a social media automation platform like Buffer. This way you can schedule many posts in advance for each network. It’s also simple to rearrange and edit your shares before they go live.

One time I used Buffer to double my Twitter followers in 5 minutes.

Twitter mobile login

Share Valuable Content

First of all, you shouldn’t only share content from your own website. To position yourself as an industry expert, share content from others too. Think like your customers, and search for what they’re searching for. Read articles about their industry or interests, and share what they can learn from.

Also, you should decide on the ratio of content you will share, and stay consistent. Maybe for every piece of your own content, you share 3 articles written by others. There’s no magic formula, so you’ll need to try a few ratios and see what works best.

Engage With Industry-Related Groups

Many social platforms have groups, which are networks focusing on a specific topic. Aside from interacting with your own friends and followers, this is a great way to expand your reach.

Joining groups is also a great way to reach your target market and leverage social media. You don’t want to just reach more people, but more of the right people.

Search and Find the Right Groups

Here’s a list of instructions on how to find groups to join for each social network. Give these a read, join some groups and continue below for more on engaging those groups.



There are no groups on Twitter, but you can create Lists. These are lists of individuals that you follow, related to a particular topic. Others can also add you to lists.


Google Plus

On Google, you’ll find Communities, which are groups of people interested in specific topics. They also have Collections, which are groups of posts related to topics.


There is no group feature for Instagram, but there is a Group Conversation feature. This allows you to send a private photo or video message to many people at once using Instagram Direct.

Share Appropriate Content in Each Group

After you’ve joined Groups, Lists and Communities related to your niche, share your content. Each group usually has their own posting rules, so use appropriate behavior. Scroll through and see what others share, to get a feel for the group’s dynamic.

Don’t abuse groups and post all the time. Do the opposite: Space out your group sharing, so you don’t become annoying and get banned.

Most of all, you want to share your content that is most relevant to that group. You want to provide actual value and make the group a better place. Don’t just dump everything you write there—that’s called spam.

Interact With People and Be Helpful

You should also be an active part of the group, for real. Don’t treat groups like your personal platform for advertising. Others joined to learn about their topic, or ask questions. So actually be helpful.

Like and comment on people’s posts, and contribute to thoughtful discussions. Answer questions that people ask, and you’ll build a great reputation. Because this will establish your personal credibility, and add weight to the content you share.

You might even make some friends. Or potential leads for your business, which is what you’re after in the first place, right? Be a genuine person, and you’ll connect with genuine people.

Post Content From Your Business Pages or Personal Profiles

So you’ve created personal profiles and business pages, shared content and engaged with groups. As a result, you’re already learning to leverage social media to market your content. Are you ready to take it up a notch?

Each social network allows you to post original content. So I’m not talking about sharing links to your website content. You can actually create content on the networks themselves.

Post snippets of your website content as original content, and then link back to your website. You might say “originally posted at…” or “see full article at…”—something along those lines.




Google Plus


Score Quick Wins When You Leverage Social Media

Content marketing is an effective way to grow your business and generate qualified leads. Social media is one of many tools at your disposal.

When you implement this the right way, there are many potential benefits. You will build trust and credibility with your target market. You’ll increase legitimate backlinks and improve your website’s SEO. Finally, you’ll connect with real people in their own space and provide the right kind of value.

If you need help with social media, you can always outsource it

Be sure to hire someone who understands how to leverage social media and grow your business. If you have questions, leave a comment below or shoot me an email. You can also subscribe to get more content like this for free in your inbox as soon as it comes out.

I would also love to hear from marketing professionals. Leave a comment with your best social media tip, and I’ll give you a shout-out on the network of your choice.

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